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| Thursday, 27 January 2005 |
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Dilmah does Lanka proud - EDB Chairman Dilmah-Sri Lanka's market piece in the tea industry successfully driving the global market place has won the coveted award of being selected for the 2005 Top Brand with a conscience by a group which is a prestigious International body. At a time when Sri Lankan exporters marketed bulk Teas Dilmah pioneered packed value added teas from Sri Lanka to the international market. Its founder Merrill J Fernando's concept of teas picked, packed and branded at origin right where it is grown has paid dividends today. Dilmah's unique strength in the ability to reach the consumer direct eliminating the middleman comes in with the Branding and value addition of its product. Merrill J. Fernando who was unhappy with the fierce competition among bulk tea exporting companies trying to achieve the largest exporter status incurring losses and hardship to the producer resulted in him looking for other innovative ideas. With the experience in supplying bulk tea for over four decades to blenders and packers around the world Dilmah ventured into packed and value added tea exports. In the 1980's Victor Santiapillai, Chairman of EDB extended support to Dilmah for Brand Promotion in Australia. The support and the direction given by the EDB resulted in Dilmah achieving no. 2 status in Australia and No. 1 in New Zealand by the year 2004 to become a great global company for Sri Lanka. The Sri Lanka Export Development Board went on to support Dilmah through its Duty rebate schemes, Export Development Investment Support Scheme and part financing the participation of foreign trade fairs organised by the EDB. According to the present Chairman of EDB Rohantha Athukorale Dilmah being strong on identifying marketing needs and requirements has identified what the customer wants was in a position to compete with companies such as Tetleys and Twinnings in Poland which is a case in point on the benefits of Global marketing. The EDB Chairman said that if every other exporter of tea can learn from this experience in idendifying global markets and consumer preferences Sri Lankan companies can well compete in the international markets on par with global companies. Appreciating Victor Santiapillai's support Dilmah's Director Malik Fernando said that Santiapillai had the foresight to undertand that Dilmah could make a difference to Ceylon Tea. He said that it is a pity even at this stage more than 15 years after Dilmah was launched that others are hesitant to take the same path with their tea brands, which would bring lasting benefits to the country and help reverse the plight of our tea plantations. |
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